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Marketing Research
Preface
1
Introduction
I CONSTRUCTS
2
Construct vs. Variable
3
Satisfaction
4
Innovation
5
WOM / Virality
5.1
Structural Virality
5.1.1
Seeding Strategies
5.2
Mechanisms/ Processes
5.2.1
Impression Management
5.2.2
Emotion regulation
5.2.3
Information acquisition
5.2.4
Social bonding
5.2.5
Persuading others
5.3
Moderators
5.3.1
Tie Strength
5.4
Drivers of Virality
5.4.1
Social Currency
5.4.2
Accessibility
5.4.3
Emotions
5.4.4
Usefulness
5.4.5
Narratives
5.5
Other variables
5.5.1
Popularity
5.5.2
Contractuality
5.5.3
Locus of Control
5.5.4
Horizontal/Vertical Individualism
5.5.5
Linguistic style
5.6
Negative Virality
5.7
Articles
6
Sarcasm
II SUBSTANCE
7
Branding
7.1
Brand Name
7.2
Brand Equity
7.2.1
Brand Loyalty
7.2.2
Brand Awareness
7.2.3
Brand Associations
7.2.4
Perceived Quality
7.3
Brand Authenticity
7.4
Brand Love
7.5
Perceived Brand Globalness
7.6
Brand Relationship
7.6.1
Competitor
7.7
Reputation
7.8
Brand Evaluation
7.9
Brand Crisis
8
Virtual Environment
8.1
Who-Generated Content
8.2
Images
8.3
Mobile and Smartphone
8.4
Review
8.5
Slacktivism
8.6
e-Marketplace
8.7
Social Listening Platforms
8.8
Augmented Reality
8.9
Artificial Intelligence
8.10
Search Engine
9
Advertising
9.1
Cognitive and Affective
9.2
Involvement
9.3
Visual Cues
9.4
Advertising Effects
9.5
Estimation of Advertising Effects
9.6
Spillovers
9.7
Attribution of Advertising Effects
9.8
Advertising Content
9.9
Consumer Demand for Ads
10
Communication
10.1
Information Theory
10.1.1
Entropy
10.1.2
Divergence
10.1.3
Channel Capacity
11
Sales
12
Customer Lifetime Value (CLV)
12.1
Example
12.2
Referral value (CRV)
13
Celebrity Endorsement
14
Nudges
15
Finance-Marketing Interface
15.1
M&A
III METHODOLOGY
16
Metrics
16.1
Return on Investment (ROI)
16.2
Economic Value Added
16.3
Market Value Added
16.4
Unexpected size-adjusted advertising investments
16.5
Shareholder Complaints
16.6
Profitability
16.7
Firm Size
16.8
Sales Growth
16.9
Financial Flexibility
16.9.1
Cash flows
16.9.2
Financial Leverage
16.10
Stock return
16.11
Financial Flexibility
16.12
Net Contribution
17
Data
17.1
MongoDB
17.2
WRDS
17.3
YouTube
17.3.1
OAuth
17.3.2
API
17.3.3
Python
17.4
Consumer Expenditure
17.5
Gender, Age, Nationality
18
Modeling in Marketing
18.1
Transformation
18.1.1
Log-transformation
18.2
Endogeneity
18.2.1
Control Function
19
Analytical Models
19.1
Building An Analytical Model
19.2
Hotelling Model
19.3
Positioning Models
19.4
Market Structure and Framework
19.4.1
Cournot - Simultaneous Games
19.4.2
Stackelberg - Sequential games
19.5
More Market Structure
19.6
Market Response Model
19.7
Technology and Marketing Structure and Economics of Compatibility and Standards
19.8
Conjoint Analysis and Augmented Conjoint Analysis
19.9
Distribution Channels
19.10
Advertising Models
19.11
Product Differentiation
19.12
Product Quality, Durability, Warranties
19.12.1
Akerlof (
1970
)
19.12.2
Spence (
1973
)
19.12.3
S. Moorthy and Srinivasan (
1995
)
19.13
Bargaining
19.13.1
Non-cooperative
19.13.2
Cooperative
19.13.3
Nash (
1950
)
19.13.4
Iyer and Villas-Boas (
2003
)
19.13.5
Desai and Purohit (
2004
)
19.14
Pricing and Search Theory
19.14.1
Varian and Purohit (
1980
)
19.14.2
Lazear (
1984
)
19.15
Pricing and Promotions
19.15.1
Narasimhan (
1988
)
19.15.2
Balachander, Ghosh, and Stock (
2010
)
19.15.3
Goić, Jerath, and Srinivasan (
2011
)
19.16
Market Entry Decisions and Diffusion
19.17
Principal-agent Models and Salesforce Compensation
19.17.1
Gerstner and Hess (
1987
)
19.17.2
Basu et al. (
1985
)
19.17.3
Raju and Srinivasan (
1996
)
19.17.4
Lal and Staelin (
1986
)
19.17.5
Simester and Zhang (
2010
)
19.18
Branding
19.19
Marketing Resource Allocation Models
19.19.1
Case study 1
19.19.2
Case study 2
19.19.3
Case study 3
19.20
Mixed Strategies
19.21
Bundling
19.22
Market Entry and Diffusion
19.23
Principal-Agent Models and Salesforce Compensation
19.23.1
Basu et al. (
1985
)
19.23.2
Lal and Staelin (
1986
)
19.23.3
Raju and Srinivasan (
1996
)
19.23.4
Joseph and Thevaranjan (
1998
)
19.23.5
Simester and Zhang (
2010
)
19.24
Meta-analyses of Econometric Marketing Models
19.25
Dynamic Advertising Effects and Spending Models
19.26
Marketing Mix Optimization Models
19.27
New Product Diffusion Models
19.28
Two-sided Platform Marketing Models
20
Empirical Models
20.1
Attribution Models
20.1.1
Ordered Shapley
20.1.2
Markov Model
20.2
Sales Funnel
20.2.1
Example 1
20.2.2
Example 2
20.3
RFM
20.3.1
Visualization
20.3.2
RFMC
20.4
Customer Segmentation
20.4.1
Example 1
20.4.2
Example 2
20.5
Shopping carts analysis
20.5.1
Multi-layer pie chart
20.5.2
Sankey Diagram
20.5.3
Sequence in-depth analysis
20.6
Geodemographic Classification
21
Model Building
22
Qualitative Research
22.1
Inter-rate reliability methods
22.1.1
Percent Agreement
22.1.2
Cohen’s Kappa
22.1.3
Fleiss’kappa
22.2
Krippendorff’s Alpha
22.2.1
Kendall’s W
22.2.2
Intraclass correlation coefficients
22.2.3
Light’s kappa
23
Measurement Scales
24
Preference Measurement
24.1
Conjoint Analysis
24.1.1
Full-Profile
24.1.2
Choice-based
24.1.3
Adaptive
24.1.4
Hybrid
24.1.5
Max-Diff
24.1.6
Self-explicated
24.1.7
Hierarchical Bayes analysis
24.1.8
Application
25
Image Processing
26
Surveys
26.1
Anchoring Vignettes
26.1.1
Nonparametric method
26.1.2
Parametric method
27
Experiment
IV OTHERS
28
Report
29
Review Process
29.1
Review at JM
30
Scientific Writing
31
CB Seminar
31.1
Overview
31.2
Social Influence
31.3
Interpersonal perception and consumer lay beliefs
31.4
Emotions, mood and affect
31.5
Persuasion and attitude change
31.6
Judgment and decision making and behavioral pricing
31.7
Goals and Motivation
31.8
Culture and consumer behavior
31.9
Prosocial behavior and morality
31.10
Consumer well-being & Food Consumption Decisions
31.11
Digital marketing and WOM
31.12
Experiential consumption and time
32
Marketing Mix Models
32.1
Discrete Choice Models and Continuous Heterogeneity
32.2
Structural Models, Endogeneity
32.2.1
Background
32.2.2
Examples
32.3
Cross-Category and Store Choice Models
32.3.1
Background
32.3.2
Examples
32.4
Policy Applications of
Discrete Choice Models
32.4.1
(
Khan, Misra, and Singh 2015
)
32.4.2
(
A. Rao and Wang 2017
)
32.4.3
(
Tuchman 2019
)
32.4.4
(
Seiler, Tuchman, and Yao 2020
)
32.5
Frontier Papers
32.5.1
(
Neumann, Tucker, and Whitfield 2019
)
32.6
Advertising Response Measurement
32.6.1
(
Terui, Ban, and Allenby 2011
)
32.6.2
(
Narayanan and Kalyanam 2015
)
32.6.3
(
Lewis and Rao 2015
)
32.6.4
(
Gordon, Zettelmeyer, et al. 2019
)
33
Strategic Dynamic Models
33.1
Market Entry
33.2
Product Adoption and Diffusion
33.2.1
Background
33.2.2
Discussion
34
WashU Analytical Model
34.1
Platforms
34.1.1
(
Jiang, Jerath, and Srinivasan 2011
)
34.1.2
(
Zou and Zhou 2021
)
34.1.3
Diao et al. 2021
34.1.4
(
Gal-Or and Shi 2022
)
34.2
Dynamic Pricing and Bundling
35
Others
References
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Marketing Research
16.11
Financial Flexibility